The Hidden Sports Marketing Ecosystem: How Legends are Made

India's relationship with sports has not always been its core strength, but rather a reflection of its economic journey. Unlike sporting powerhouses with established systems, India's sporting journey has been shaped by economic realities and cultural priorities. 

The first watershed moment in Indian sports marketing came with India's 1983 Cricket World Cup victory, which ignited national imagination and planted the seeds for cricket's commercial potential. The second crucial turning point arrived with the 1993 Hero Cup. South Asia was scheduled to host the World Cup a couple of years down the line, and the BCCI recognized they could monetize broadcasting rights, fundamentally changing the economics of Indian sports. 

This transformation coincided with economic liberalization and shifted how cricket was packaged and sold, worldwide. For the first time, cricketers were systematically leveraged as marketing vehicles, with brands recognizing their potential to connect with millions of aspiring Indians. 

The contrast with today's hyper-commercialized environment is stark. Even cricket bats have evolved into prime advertising real estate, featuring multiple sponsor logos strategically placed on every inch of available space. Players have essentially becoming walking billboards for various brands, showing the economic power that is the Indian sports marketing engine.  

Even when there a few contrarian or cautionary voices like those of ex-badminton legend and current coach Pullela Gopichand, India's economic strength continues to grow. A new generation of sports stars is emerging across disciplines, supported by a sophisticated ecosystem of sponsorships, branding strategies, and marketing partnerships that were unimaginable during those early watershed moments. 

The Historical Backbone: Icons Who Paved the Way 

India’s sporting legacy is rich with stories of resilience and triumph that have fueled marketing campaigns for generations. Milkha Singh, the "Flying Sikh," sprinted into history with his gold medals at the Asian and Commonwealth Games, turning his near-miss at the 1960 Rome Olympics into a narrative of perseverance.  

Then there’s Kapil Dev, the Haryana Hurricane, whose 1983 World Cup victory turned cricket into a marketer’s dream. His iconic ads, from his series of the very early Boost ads or a humorous ad for Hajmola, cemented his image as a leader brands could bank on. Kapil’s triumph was one of the first branding revolutions that banked on Indian audience idolizing good athletes. 

PT Usha, the "Payyoli Express," brought women’s athletics into the spotlight with her multiple golds at the 1986 Seoul Asian Games. Her earlier heartbreak at the 1984 Olympics—missing bronze by 1/100th of a second—only amplified her appeal. Over the years, PT Usha has become synonymous with speed, not only in conversations among friends, but also among brands. One only needs to look at campaigns like the KFC ad above, or even this vintage ad with Kanan Devan tea, to know that PT Usha’s speed is a marketing goldmine.  

These pioneers did more than just winning medals—they became marketing mavens, proving that India’s appetite for sports heroes was key in driving brand loyalty and cultural shifts. 

Sports Marketing in India: Modern Giants and Rising Stars 

Fast forward to today, and starting with Sachin Tendulkar, names like MS Dhoni and Virat Kohli have turned sports into a branding juggernaut, setting the stage for the next wave. Sachin, the "Master Blaster," didn’t just score 100 international centuries—he quite literally became the face of campaigns like Pepsi’s "Yeh Dil Maange More," which tapped into youthful aspiration and made him a marketing deity. His endorsement portfolio, spanning Adidas to MRF Tyres, showed brands how a sports icon could transcend the field. 

MS Dhoni, "Captain Cool," brought a different flavor with his inaugural 2007 T20 World Cup, and then the generational 2011 World Cup win, all done with ice-cold composure. His Gulf Oil campaign also mirrored his cool nature, appealing to India’s biking youth with a touch of humour.  

But the stage wasn’t just set by batsmen. Mohammed Shami, the fiery pacer, brought raw intensity to Puma’s Let There be Sport campaign, delighting fans. These modern giants built a marketing playbook, proving sports stars could sell everything from cola to coolers, paving the way for what’s coming next. 

Now is the real thing—the spotlight is shifting to a fresh crop of talent, athletes rewriting the script for Indian sports marketing. Neeraj Chopra’s javelin gold at Tokyo 2020 was turned into a branding coup. His TATA AIA Life Insurance campaign, turned his golden throw into a metaphor for planning ahead, striking a chord with middle-class India. At 27, Neeraj’s 2,682% social media growth post-Olympics made him a brand magnet source. 

PV Sindhu, with Olympic silver and bronze, dominates badminton and branding alike. Her Bridgestone ad inspired young women to chase their dream, boosting the brand’s visibility among urban audience. Tarundeep Rai, the archery veteran and relatively unsung, has quietly built a niche with brands like Tata Steel. 

Football’s Sunil Chhetri has paved the way for Sahal Abdul Samad and Lallianzuala Chhangte, both eyed by Puma for their flair, while wrestling’s Vinesh Phogat draws brands like JSW with her raw power.  

What's truly revolutionary, however, is how Indian sports marketing is evolving from reactive to proactive talent spotting. Consider how Puma signed Usain Bolt before he became a global sensation—identifying raw talent before Olympic glory and locking in his loyalty. This forward-thinking approach is now taking root in India, with brands willing to take calculated risks rather than just safe bets on established stars. 

We are witnessing this shift with undertakings like Westbridge Capital's chess academy headed by Viswanathan Anand—an investment in nurturing future grandmasters rather than simply leveraging Anand's existing fame. Similarly, Zomato's partnership with boxer Neeraj Goyat represents backing potential rather than just harvesting established success. These athletes are diverse, vibrant, and ripe for brands to turn into the next big thing. 

The Hidden Ecosystem: How Legends Are Made 

In India, where sports funding once meant begging for government scraps, the ecosystem needs to metamorphise into a slick operation of sponsorships, talent scouting, and brand storytelling. This is where the real action happens: a world of dealmakers, trainers, and marketers working in sync to polish raw potential into a gleaming icon. 

Sponsorships are the beating heart of this system. Neeraj Chopra’s deal with JSW Sports didn’t just fund his training—it gave him a global platform, amplifying his reach many-fold. These deals cover everything: travel to international meets, top-tier coaching (think Neeraj’s German coach Klaus Bartonietz), and even recovery tech like cryotherapy chambers. 

But it’s not just the big names. Talent agencies scout talent before they hit the headlines. They connect brands with prospects like a teenage javelin thrower from Haryana or a footballer from Mizoram, negotiating early deals that fund grassroots academies. Zupotsu’s model is simple: pair a brand’s marketing (or CSR) budget with an athlete’s potential, then watch the magic unfold.  

The ecosystem’s depth is staggering. Talent agencies manage athletes’ images, crafting narratives that sell. Nutritionists design meal plans (Sindhu’s millet-heavy diet is no accident), while sports psychologists keep minds sharp—Vinesh Phogat’s comeback after injury owes much to this. Academies like Gopichand Badminton Academy or OGQ (Olympic Gold Quest) provide infrastructure, often backed by corporates, whose logos quietly dot training gear. 

Data drives it all. Brands use analytics to pick winners—Neeraj’s post-Olympic follower spike was a green light for Cred’s quirky ads. Media firms orchestrate buzz, from Shami’s Amul doodles to Deepti’s Dream11 stats popping up on X. Even the IPL’s fantasy leagues are a goldmine, with players like Iyer becoming instant brand assets. This isn’t random—it’s a calculated churn of money, tech, and hustle, ensuring the pipeline never dries up. 

The payoff? Athletes get wings, brands get loyalty, and fans get heroes. It’s a cycle where every rupee spent backstage turns into a cheer heard nationwide. 

The Road Ahead: A Bright Future 

India’s sports icons, past and present, share resilience, passion, and a knack for selling dreams—on and off the field. From Milkha’s sprints to Neeraj’s throws, their journeys reflect a nation that loves its heroes and the brands that back them. As rising stars take center stage, fueled by a marketing ecosystem that’s sharper than ever, the future is electric. 

Creating a sports legend demands a robust ecosystem of sponsorships, talent management, and strategic brand partnerships. Today's brands are moving beyond cricket and investing in diverse sports like kabbadi, badminton, wrestling, and chess, broadening India's sporting identity. Brands identifying and supporting emerging talent before they become household names reap the greatest rewards in brand loyalty and visibility. 

Companies like Zupotsu are the architects, linking brands to the next Shami, Sindhu, or Praggnanandhaa before they are household names. So, the next time you see an ad, know this: behind every legend is a story—and a system—crafted with strategy, sweat, and a lot of marketing magic. 

Zupotsu is a martech platform on a mission to ‘digitize’ sports marketing. It enables the discovery, engagement, and evaluation (the ‘DEE’ framework) for every sports and esports marketing asset. Please sign up at www.zupotsu.com. Follow us on LinkedIn and Instagram. Reach out at ‘marketing@zupotsu.com’ for any queries.